Category: Leadership

The Age of Re-Enchantment: Reigniting Magic and Joy in a Hyperrational World

In today’s hyperconnected and hyperrational world, where algorithms and data drive our decisions, something profound is happening. People are feeling depleted, detached, and uneasy. The joy and wonder that once infused our lives seem to have diminished. However, amidst this backdrop of discontent, there is a widespread yearning for re-enchantment. This article explores the age of re-enchantment, its implications for brands, and how they can deliver on consumers’ deep-seated desire for magic, meaning, and joy.


In an era defined by efficiency, logic, and reason, the age of re-enchantment emerges as a powerful counterbalance. Re-enchantment can be understood as a longing for magic, wonder, and a deeper sense of connection with the world. As the hyperrational world grows, with its emphasis on data-driven decision-making and technological advancements, there is an increasing need to rekindle the human spirit and restore a sense of awe and inspiration.

Attention for Sale

In the attention economy, capturing and maintaining people’s attention has become a valuable currency. The constant barrage of information and stimuli vying for our attention has made it harder than ever to focus and experience genuine moments of joy. Brands and platforms compete for our limited attention, employing strategies that range from personalized content to sensationalism, ultimately shaping our experiences and influencing our perceptions.

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The Joy Deficit

Modern society is grappling with a joy deficit. The pursuit of productivity, success, and material wealth often leaves little room for genuine joy and fun. The consequences of a joyless existence are far-reaching, affecting our mental and emotional well-being. To re-enchant our lives, we must recognize the importance of joy and actively seek ways to infuse it into our daily routines.

You can be dark and unexpected as long as the end of the story brings you back to your humanity. — Kenneth Carter, Charles Howard Candler Professor of Psychology, Oxford College of Emory University

Fear, Dystopia, and the Uncanny

Fear and dystopia permeate our society, both in real-world events and fictional narratives. The allure of the uncanny, the strange, and the eerie, captivates us, providing a temporary escape from the banality of everyday life. However, constant exposure to fear-inducing stories and scenarios can heighten our anxieties and contribute to a sense of detachment from the world.

Depleted, Detached, and Uneasy

In the hyperrational world, people often find themselves emotionally depleted, detached, and uneasy. The relentless pursuit of efficiency and rationality can erode our sense of self and disconnect us from our emotions. The increasing prevalence of anxiety, depression, and burnout is a testament to the toll this hyperconnected world can take on our well-being.

The Yearning for Re-Enchantment

Amidst this emotional landscape, there is a profound yearning for re-enchantment. People long for experiences that transcend the mundane, offering a glimpse into something greater than themselves. The quest for re-enchantment extends beyond personal fulfillment; it is a collective desire to find meaning, purpose, and a renewed sense of wonder in a world that often feels cold and indifferent.

Brands and Re-Enchantment

As people seek re-enchantment, their expectations of brands have shifted. No longer satisfied with mere transactions, consumers now expect brands to be active participants in their journey towards re-enchantment. Brands have the opportunity to create meaningful experiences that ignite the spark of magic and connect with consumers on a deeper, emotional level.

Customers are looking for a sense of discovery and escapism from the everyday, thus they relate to spaces that transport them away and take them on an adventure. – Torquil McIntosh and Simon Mitchell, Co-founders of the global design studio Sybarite

Re-Enchantment and Brand Engagement

Re-enchantment can drive brand engagement by creating emotional connections. Brands that understand the power of storytelling, symbolism, and sensory experiences can captivate consumers’ hearts and minds. By infusing their products and services with enchantment, brands can differentiate themselves and foster long-lasting loyalty.

Re-Enchantment Personas

Understanding different consumer archetypes is crucial in tailoring brand experiences that re-enchant each persona. Whether it’s the dreamer, the explorer, or the nostalgic, brands must identify the unique desires and aspirations of their target audience. By speaking directly to these personas, brands can forge deeper connections and establish themselves as beacons of re-enchantment.

Radical Reconnection

Superficial engagement is no longer sufficient. Brands must strive for radical reconnection — a deep, meaningful bond that extends beyond transactional relationships. This requires brands to actively listen to their consumers, empathize with their desires, and co-create experiences that reignite the magic and joy in their lives.

Unleashing the Joyconomy

Within the age of re-enchantment lies the concept of the joyconomy. The joyconomy acknowledges joy as a strategic advantage for brands, recognizing that joyful experiences create positive associations and drive customer loyalty. By infusing joy into every touchpoint, from product design to customer service, brands can unlock the full potential of the joyconomy and create a lasting impact.

Statistics and Research Figures

The Wunderman Thompson report “The Age of Re-Enchantment” provides valuable insights into this emerging trend. According to the report, 78% of consumers believe that brands should make their lives more magical, while 84% agree that brands have the power to create meaningful experiences. These statistics underscore the significance of re-enchantment as a driving force in consumer behaviour and the immense opportunities it presents for brands.


The age of re-enchantment signifies a transformative shift in the way we approach our lives and our interactions with brands. As people yearn for magic, meaning, and joy, brands have a unique opportunity to answer that call and forge profound connections. By understanding the emotional landscape of the hyperrational world and embracing re-enchantment, brands can create experiences that inspire, delight, and rekindle the human spirit.


1. How can brands deliver re-enchantment in a hyperconnected world? Brands can deliver re-enchantment by embracing storytelling, symbolism, and sensory experiences. They must go beyond transactions and strive for emotional connections with consumers.

2. Why is joy important in today’s society? Joy is crucial for our mental and emotional well-being. It brings meaning, fulfillment, and a sense of wonder to our lives, counteracting the joy deficit prevalent in modern society.

3. How can brands tap into the age of re-enchantment? Brands can tap into the age of re-enchantment by understanding their target audience’s desires and aspirations. By tailoring experiences that speak directly to these desires, brands can create powerful emotional connections.

4. What is the joyconomy? The joyconomy recognizes joy as a strategic advantage for brands. By infusing joy into every aspect of their offerings, brands can create positive associations and drive customer loyalty.

5. Where can I learn more about the age of re-enchantment? For further insights and information on the age of re-enchantment, refer to the Wunderman Thompson report “The Age of Re-Enchantment,” which explores this trend in detail.

Are you using busyness as a coping mechanism?

In today’s fast-paced world, it seems like there are never enough hours in a day to accomplish everything on our to-do list. We live in a culture that values productivity and busyness above all else, often leading us to believe that being busy is the ultimate measure of success. But have you ever stopped to think about why we feel the need to constantly keep ourselves occupied? In this blog post, we’ll explore the concept of busyness as a coping strategy and examine both its benefits and drawbacks. Plus, we’ll share some tips for finding the balance between staying productive and taking time for self-care.

The definition of busyness

Busyness is a state of being constantly occupied with tasks, activities, or responsibilities. It’s the feeling of having a never-ending to-do list and always being on the go. Being busy can take many different forms – it could mean working long hours at a high-pressure job, juggling family obligations and household chores, or pursuing personal hobbies and interests.

While there’s nothing inherently wrong with staying busy, it becomes problematic when we use busyness as a way to avoid dealing with underlying issues in our lives. For example, some people might throw themselves into work or other activities as a distraction from relationship problems or feelings of loneliness.

In some cases, busyness can also be seen as a status symbol. We live in a culture that glorifies “hustle” and equates success with productivity. As a result, many people feel pressure to constantly prove their worth by staying busy and accomplishing more than those around them.

The definition of busyness is subjective and can vary depending on individual circumstances and perspectives. While there are certainly benefits to staying productive and engaged in life, it’s important not to use busyness as an escape from deeper emotional issues or societal pressures.

The benefits of being busy

Being busy is often seen as a negative thing, but it actually has its benefits. For one, keeping yourself occupied with tasks and activities can help alleviate stress by taking your mind off of what’s bothering you. It also gives you a sense of purpose and accomplishment when you complete those tasks.

Being busy can also improve time management skills since there are only so many hours in the day to get things done. This leads to increased productivity and efficiency because you learn how to prioritize important tasks over less important ones.

In addition, being busy can expose you to new experiences and opportunities that you may not have otherwise encountered. Meeting new people, trying different hobbies or learning new skills are just some examples of potential opportunities that come with keeping yourself busy.

Being busy can enhance mental health by reducing feelings of boredom or loneliness. By staying engaged in meaningful activities, your mind stays stimulated which helps ward off negative emotions.

While there are certainly downsides to busyness such as burnout or neglecting self-care practices, it’s important to recognize the benefits and find a healthy balance between being productive and taking breaks when needed.

The downside of being busy

While being busy can bring many benefits, there are also downsides to consider. One of the biggest drawbacks is burnout. When we’re constantly on the go, our bodies and minds don’t get a chance to rest and recharge, leading to exhaustion and diminishing returns in productivity.

Another downside of busyness is that it often leads to neglecting important relationships or activities outside of work. We might prioritize our jobs over spending time with loved ones, pursuing hobbies or engaging in self-care practices like exercise or meditation.

Being too busy can also lead to stress and anxiety. Constantly rushing from one task to another without taking breaks can leave us feeling overwhelmed and unable to focus on anything fully.

Always being busy can prevent us from enjoying life’s simple pleasures. We might rush through meals, skip out on leisure activities or fail to appreciate moments of quiet reflection because we’re so focused on completing tasks.

While busyness certainly has its benefits, it’s essential not to let it become all-consuming at the expense of our health and happiness.

Photo: Shutterstock

How to find a balance between busy and idle

Finding a balance between being busy and idle is crucial for maintaining good mental health. It’s important to have productive days, but it’s equally important to take time out for rest and relaxation.

To achieve this balance, start by assessing your schedule. Look at how much time you spend on work or other obligations versus leisure activities. Consider whether there are any tasks that could be delegated or eliminated altogether.

Next, prioritize self-care activities such as exercise, meditation, or spending time with loved ones. Schedule these into your day just like you would any other task.

Additionally, try setting boundaries around work hours and sticking to them as much as possible. This can help prevent burnout and allow for more downtime.

Remember that finding a healthy balance may require trial and error. Be patient with yourself and don’t feel guilty about taking breaks when needed. Ultimately, finding the right balance will lead to increased productivity and overall well-being.


In today’s fast-paced world, busyness has become a coping strategy for many people. While there are certainly benefits to staying busy and productive, such as increased efficiency and accomplishment, it is important to recognize the potential downsides of overloading ourselves with too many responsibilities.

Finding a balance between being busy and taking time for rest and self-care is crucial for our overall well-being. By doing so, we can reduce stress levels, improve mental health, and enhance our relationships with others.

Remember that busyness should not define your worth as a person. Take breaks when you need them and prioritize activities that bring you joy outside of work or school obligations.

Ultimately, finding a healthy balance between busyness and idleness will allow us to live more fulfilling lives while still achieving our goals. So take some time each day to reflect on how you’re spending your time and make adjustments if necessary – your mind (and body) will thank you!

Get Out of Autopilot Mode and Fulfill your Purpose In Life

Are you living on autopilot? Do you feel like every day is the same and that you’re just going through the motions? It’s a common feeling, but one that can be dangerous to your mental health and overall well-being. Living in autopilot mode means missing out on opportunities for growth, happiness, and fulfillment.

What is autopilot mode?

Autopilot mode is a state of mind where we go about our daily lives without really thinking about what we’re doing. We get up, go to work or school, come home, eat dinner, watch TV and then go to bed — all on autopilot.

It’s easy to fall into this routine because it feels comfortable and familiar. We don’t have to think too much about what we’re doing, which can be appealing when life gets hectic.

However, living in autopilot mode means that we aren’t fully present at the moment. Our minds are elsewhere — either dwelling on the past or worrying about the future. This leads us to miss out on new experiences and opportunities for growth.

When we’re in autopilot mode, everything becomes monotonous and mundane. It’s like living Groundhog Day over and over again. We stop challenging ourselves because there’s no point — everything seems pointless anyway.

Breaking free from autopilot mode requires effort and intentionality — but it’s worth it! By being more mindful of our thoughts and actions throughout the day, we can start living a more purposeful life filled with joy and satisfaction.


The dangers of living on autopilot

Living life on autopilot mode may seem like an easy way to get through each day, but it can actually be quite dangerous. The main danger of living on autopilot is that you are not fully present in your own life. When we live on autopilot, we become disconnected from our emotions and begin to lose touch with what truly matters to us.

Another danger of living on autopilot is that it can lead to feelings of boredom or even depression. When every day starts feeling the same, it’s easy for life to feel meaningless and unfulfilling. We start going through the motions without ever really experiencing anything new or exciting.

Living in a constant state of autopilot can also make us miss out on important opportunities for growth and personal development. It’s only by being fully present and engaged in our lives that we can recognize these opportunities when they arise.

Living on autopilot means missing out on the little moments of joy that make life worth living. By simply going through the motions each day, we fail to appreciate the small things that bring us happiness, whether it’s a beautiful sunset or a good conversation with a friend.

In short, while living life in autopilot mode may seem like an easy option at times, it comes with many risks and potential drawbacks, including feelings of disconnection from ourselves and others, missed opportunities for growth and development, and a lack of appreciation for simple pleasures.

How to get out of autopilot mode

Are you tired of feeling like you’re just going through the motions? Are your days starting to blend together and feel unfulfilling? It’s time to break out of autopilot mode and start living with purpose. Here are some tips on how to do just that.

1. Start by recognizing when you’re in autopilot mode. Take note of moments where you feel like you’re just going through the motions without really thinking about or engaging with what you’re doing.

2. Shake up your routine. Do something different, whether it’s trying a new hobby or taking a different route to work.

3. Practice mindfulness. Engage fully in each moment and focus on the present rather than letting your mind wander into autopilot mode.

4. Set goals for yourself and actively work towards them. This will give you something concrete to focus on and help keep you from slipping back into autopilot mode.

5. Surround yourself with people who inspire and motivate you to live a purposeful life.

By implementing these tips, you can break free from autopilot mode and start living with intentionality every day!

Why it’s important to find your purpose in life

Finding your purpose in life is crucial for overall happiness and fulfillment. It’s the driving force behind everything you do, giving meaning to your existence. Without a purpose, life can feel meaningless and unfulfilling.

When you have a clear sense of purpose, it becomes easier to make decisions that align with your values and goals. You no longer waste time on things that don’t matter or bring you joy because you are focused on what truly matters to you.

Having a strong sense of purpose also helps during difficult times, as it provides motivation to keep pushing forward towards achieving your goals. When faced with obstacles or setbacks, having a clear understanding of why you’re doing what you’re doing can provide the strength needed to overcome challenges.

Furthermore, finding one’s purpose often leads individuals towards their passion, which opens doors for creativity and innovation in different aspects of their lives.

Knowing your purpose in life brings clarity and direction, making every moment more meaningful while guiding us toward our ultimate desired outcome in life.

Photo executive marketing hand holding red dart put to centre of the target board. business investment goal and target

Tips for fulfilling your purpose in life

Here are some tips for fulfilling your purpose in life:

1. Follow Your Passions: Pursue what you love and what you’re passionate about. When we do things we enjoy, it gives us a sense of fulfilment and satisfaction.

2. Set Goals: Setting goals is crucial when it comes to finding our purpose in life. It helps us stay focused, motivated, and accountable.

3. Be persistent: Life can be challenging, but persistence pays off. Keep pushing towards your goals, even when the going gets tough.

4. Embrace Failure: Failure is part of the journey to success; don’t let it discourage you from pursuing your dreams.

5. Take Action: Don’t just sit around waiting for opportunities to come knocking on your door; create them! Take action towards achieving your goals every day.

6. Surround Yourself with Positive People: The people we surround ourselves with have a huge impact on our lives and mindset; choose wisely!

7. Practice Gratitude: Being grateful for what we have keeps us grounded and appreciative of life’s blessings while striving towards our goals.

Remember that finding our purpose takes time, effort, patience, and lots of self-reflection; embrace the journey!


In today’s fast-paced and ever-changing world, it is easy to fall into the trap of living on autopilot. However, when we do this, we miss out on so many opportunities to fulfill our purpose in life.

Getting out of autopilot mode requires us to be more present in our daily lives and make conscious decisions about how we spend our time. It may not always be easy, but by making small changes every day, we can gradually break free from the monotony of routine and start living a more fulfilling life.

Finding your purpose in life is an essential part of this process. When you have a clear sense of what you want to achieve and why it matters so much to you personally, it becomes easier to stay motivated, even when things get tough.

Ultimately, remember that there is no one-size-fits-all approach to fulfilling your purpose in life. Everyone’s journey will look different. So experiment with different strategies until you find what works best for you!

By following these tips for getting out of autopilot mode and finding your purpose in life, you’ll start waking up each morning feeling energized and excited about what lies ahead!